The Juicy Couture brand will always have a place in fashion history as the epitome of coolness, the way fringes from Noah’s Ark will have a shelf in a Biblical museum for capturing human history. So, once I found out that a memoirs from founders Pamela Skaist-Levy and Gela Nash-Taylor called The Glitter Plan: How We Started Juicy Couture For $200 And Turned It Into a Global Brand was going to be released, I was extremely excited. Do pardon the geekiness, but I truly was. I hoped with all my inner fashionista that this book would not be a let-down. And thankfully it wasn’t, because it would’ve been soul-crushing.
The Glitter Plan is a cool read, the way the Juicy Couture brand is cool fashion. The lessons in the book are many, so I have decided to condense them into five. Learn, oh readers of Gigberry.com from the wise ladies, who have since then gone on to helm a new fashion brand Pam & Gela. Ahem, shall we get started?
1. Going into business with a friend doesn’t have to be hazardous if done right.
When Pamela Skaist Levy and Gela Nash Taylor decided to go into business together, they had already been around each other in a business and work setting, and knew each others likes, dislike, and simply-can’t stand its. They had a similar passion—fashion. They agreed to be guided by one principle from the get-go: if both ladies don’t like it something, to the rejection pile it goes. This guiding principle tells about the ladies. They respected each other’s feelings and respected the Golden Rule.
2. Don’t Copy What’s On the Market, Darn it; Disrupt the Market
Before the Juicy Couture ladies came on the fashion scene, cool clothes was what was hot in the streets, but not among the 699 square foot-pool-having, nanny-hiring, and organic-market shopping, upper-class women with disposable income. But the contemporary cool body suits, track suits and purses that the Juicy Couture team put together changed all that!
3. Screamers as leaders is so passé.
Being a goliath in the showroom and in the office is a no-no. Stray kitty feeding sessions, candy eating breaks, employees being paid to take part in contests, holiday pageants and leading prayer circles during times of tragedy led to harmony. And a Friday jeans-wearing atmosphere…errrday.
4. Sometimes big successes are a gateway to even more successes.
The pink ladies of Juicy Couture started out as the founders of the Travis Jeans. They grew that brand into full-pledged success. Of course, Juicy would be a whole lot more trend-defining. The ladies learned how to navigate garment dyes, and samples.
5. No matter how attached you are to your brand, remain open to the fact that you might have to let go one day.
Skaist-Levy and Nash Taylor sold Juicy Couture to Liz Clairbone in the early 2000s. Coming under the fold of another company after having been their own lady bosses may have felt odd, but the ladies knew it was for the best. And when it came time for them to get the stiches out of Juicy Couture altogether, they could look back on all their accomplishments, and apply everything they learned into growing a billion dollar brand to their next venture.
Kat is the founder of Gigberry.com.